Our Beloved Zara…
The long-admired fashion brand has become a global powerhouse known for its trendy designs and rapid turnaround times. However, behind its stylish façade lies a complex ethical landscape that has drawn significant criticism.
Zara was founded in 1975 in La Coruña, Spain, by Amancio Ortega and Rosalia Mera. The brand’s initial name was Zorba, inspired by the film Zorba the Greek. However, a local bar with the same name prompted a swift change to Zara.
The brand's approach to fashion was revolutionary from the outset. Ortega introduced the concept of “fast fashion,” a strategy centered on swiftly producing and delivering trendy, affordable clothing to consumers. Unlike traditional fashion retailers who planned their collections far in advance, Zara developed a system to shorten production and distribution times. They established a highly responsive supply chain that enabled them to introduce new designs in just a few weeks, ensuring Zara always had the latest trends on their shelves.
I'll admit I was once a Zara fan, just like many others, especially when I was younger. And even in college. I found it a great resource, especially for college girls, offering trendy looks at prices that didn't make you feel too guilty when they inevitably got ruined at the bar.
However, this retail model comes with its own set of consequences. One of the most pressing issues surrounding the brand is its environmental impact. Zara's frequent release of new collections encourages excessive consumption and waste. Moreover, the brand often uses synthetic materials that are harmful to the environment during production and disposal. The dyeing and finishing processes in textile manufacturing can also lead to significant water pollution.
Beyond environmental issues, Zara has faced allegations of labor abuses in its supply chain. Reports of sweatshop conditions, including long hours, low wages, and unsafe environments, have tarnished the brand's reputation. Concerns about child labor and forced labor practices in some of Zara’s factories have also been raised.
However, my main concern with Zara is its hold on younger girls. I remember being in middle and early high school, eager to fit in and be seen as trendy, feeling pressured to buy and wear whatever was popular. However, after years of chasing the latest trend, I realized that I only changed the newest trend because I couldn't find my own identity. The idea of fast fashion can discourage young girls from exploring and expressing their unique style, as they adopt a ‘one size fits all’ approach to fashion rather than discovering what truly resonates with them.
Zara's emphasis on frequent new arrivals and limited-time items creates a sense of urgency (FOMO). This can lead young girls to feel like they must purchase new clothing to stay fashionable, shifting their focus from self-expression to keeping up with an ever-changing cycle of trends. As a result, their scene of self becomes tied to external validation rather than developing a genuine, personal style.
Fast fashion also promotes the idea that clothing is disposable—something to wear a few times and discard. This mindset devalues the role of clothing in personal identity and self-expression, turning it into something temporary and superficial. For young girls, this mindset can undermine the deeper understanding that style is a form of self-expression, not just a series of trends.
These practices by Zara and other fast fashion brands can create unrealistic expectations around appearance and self-worth. The pressure to constantly look ‘new’ or ‘updated’ can lead to feelings of inadequacy or insecurity in young girls if they can't keep up. This can harm their self-esteem and hinder their journey of self-discovery.
Brands like Zara win in making fashion affordable and accessible. Still, they must be hyper-aware of not only their environmental footprint but also their encouragement to discourage girls from cultivating a sense of individuality, creativity, and confidence in their unique style. I can only ask that the next time you walk into a Zara, Brandy Melville, or any fast fashion house, you think about the brand you are about to support and determine whether this is a cause worth putting your money towards or is it just a new outfit or another event?